Global Branding stratergy group report for Lego.

Contents 1.         Executive Summary.............................................................         2          1.1.         Company Introduction         ................................................         6 1.2.         Industry Surveys.......................................................         6 2.          accord spheric Strategy Readings................................. 7          2.1.         Industry globalization Drivers.......................................         7 2.2.          marketplace orbicularization Drivers.........................................         7 2.3.          constitute globalization Drivers............................................         8 2.4.         Government globalization Drivers............................. ....9 2.5.          rivalrous globoseization Drivers..................................         9 2.6.          ball-shaped Strategy Levers................................................         10 2.7.         Actual and prat Globalization By Activity......................         10 2.8.         Actual and Tar evolve part of Global Marketing......................         11 2.9.         Competitors Use Of Global Strategies.........................         11 2.10.         stipulation of Core Business Strategy..........................         11 2.          vane leaders: The Evolving Paradigm...............................         11 3.          scratch lead Task.........................................................         12 4.          shop individuali sm prep stick (Global)...................! ...................         12 5.1.          sucker Essence..........................................................         12 5.2.         Core individuation.............................................................         12 5.3.         Extended Identity.......................................................         13 5.4.         Value Proposition.......................................................         13 5.5.         Relationship..............................................................         14 6.         Brand Identity Planning computer simulation (Global Vs Local).........................         14 7.         Brand Identity Elaboration Model.............................................         14 7.1.         Identity-Supporting Programs Audit..... ...........................         14 7.2.         Brand Identity Prioritization..........................................         15 8.         Brand Relationship Spectrum................................................         16 9.         Brand architecture Model / Brand Architecture Audit..................         18 9.1.         Portfolio employments...........................................................         18 9.2.         Product-Market linguistic context Roles......................................         18 9.3.         Brand Portfolio Structure.............................................         19 10.         Brand building - Lessons To limit From Adidas and Nike..........         19 11.         Role Of Sponsorship....................................... .....................         21 12. !         Building Brand - The Role of LEGO.COM................................         22 13.         Brand Building Beyond Advertising - LEGO In japan Market.......         23 14.         Global Brands....................................................................         25 14.1.         Effective Global Brand Management..............................         25 14.2.         Global Brand Planning For Japan Market........................         26 15.         Ten Keys, Seven Steps To A Global Brand....................................         27 16.         Recommendations....................................................................         29 Exhibit 2.6.         Global Strategy Levers................................................         30 Exhibit 2.7.      Â Â Â Â Actual and Target Globalization by Activity......................         30 Exhibit 2.8.         Actual and Target Use of Global Marketing.....................         31 Exhibit 2.9.         Competitors Use of Global Strategies............................         31 Exhibit 2.10.         stipulation of Core Business Strategy.........................         32 Exhibit 3.         Brand Leadership - The Evolving Paradigm....................         34 1.         executive SUMMARY LEGO, the toy company, the brand... If you want to get a full essay, disposition it on our website: OrderCustomPaper.com

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